Welcome to PMW Masterclass from Performance Marketing World!

This series is designed to help practitioners and managers upskill fast, with lessons from experts across the industry offering essential tips and techniques on the latest performance marketing practices. 

Each 15 minute lesson is split into short concise modules for ease of learning. The series will update fortnightly and will cover the growing range of performance marketing channels and tools, from email marketing and pay-per-click advice to Shopify and TikTok tips. 

Click on the lessons below and keep this page bookmarked for the latest updates.

How to get your organic search right

With competition among brands only increasing, learn how your content can boost your organic search and work alongside paid search to bring you to the top. Charli Rogers, Senior Vice President, International Client Solutions and Strategy, Yext, gives you three lessons in how to get your organic search right.

Introduction: organic search vs paid search

Lesson 1: create useful content

Lesson 2: understand your customers

Lesson 3: Prioritise UX and SEO

Conclusion: developing an organic-first strategy is critical

The universal potential of context and creative

As the tracking cookie is phased out, marketers are flocking to contextual targeting methods to get the most out of their spend. Peter Wallace, General Manager, EMEA, GumGum demonstrates how next-gen tools can offer page and site level analysis to get the most out of a campaign’s creative.

1: Introduction: The age connectivity

2: Finding relevant audiences in CTV and gaming without cookies

3. Beyond keyword analysis: Using NLP to understand the meaning behind text and video

4. Measuring attention via the the ‘mindset matrix’: contextual, creative and attention

5. Innovative new creative formats and final thoughts

How to drive the highest audience attention with CTV ads

CTV ads get viewers at their most engaged. Sarah Lewis, ShowHeroes’ Global Director of CTV offers a practical guide on how brands can get through to consumers in the attention economy.

1: The growth of CTV in Europe

2: Understanding consumer attention in CTV environments

3: Why European audiences prefer CTV

4: CTV reigns supreme in the attention economy

5: The CTV ad engagement zone

6: Make it relevant and get creative

7: Conclusions

6 steps to get the most out of Google Performance Max

Spending just the right amount on each channel is a marketers dream. Tom Clarke, Client Development Director, Performics @ Zenith, offers a practical guide to Google’s new Performance Max tool to fine-tune your spend on YouTube, Display, Search, Discover, Gmail and Maps.

1: Introduction: learning objectives and benefits

2: Mission: using PMax to drive business outcomes

3: Background: planning to use PMax

4: Execution: best practices

5: Considerations: answering FAQs

6: Key takeaways

Why brand lift should become your latest performance metric

In a world of ad data overload, brand lift presents a more holistic metric way for performance marketers to make sense of their success and failures. Sean Adams, Global Insight Director at Brand Metrics, offers a handy guide on implementing and optimising this measure in your campaigns.

1. Introduction: why brand lift should be part of the performance marketing discussion

2. Three questions about ad exposure

3. Measuring the performance of 4 ads: Lucozade, Estrella, Disney World and Nationwide

4. What are brand lift metrics?

5. Five ways to leverage brand lift measurement data

6. The long and short-term benefits of brand lift metrics

How to transition to cookieless through trust-based transactions

Mapping the user journey has entered uncharted waters. Joseph Merhej as Xandr explains how ‘Publisher Provided ID’ can ensure smooth sailing in the age of privacy.

1: Introduction to trust-based transactions

2: Finding the non addressable audience

3: Using publisher provided ID to optimise first party data

4: Mapping the cookieless user journey

5: Benefits of using PPID for media buyers

6: Key takeaways

How to improve your online influence using psychology

Good adverts grab our attention – great ones, our trust. Chartered psychologist Alan Gray at Tailify offers key tips on how the best influencers go beyond mere exposure to establish deep, meaningful connections with their followers.

1: Look them in the eye

2: Showing your better half

3: Keep it simple

4: It's all about connection

5: Further reading

The 5 most important things you need to do to future proof your performance marketing

Switching to first-party data is becoming essential to survive a cookie-less future, but what can marketers do on a practical level to achieve this? Farhad Divecha at AccuraCast provides the essentials.

1: Don't rely solely on data-driven attribution

2: Get more first-party data

3: Use CRM data for performance marketing

4: Marketing with APIs

5: Use server tracking for Facebook, Google Ads GA4

5 reasons Google Shopping doesn’t work for some retailers

Google is investing more in shopping and it remains a key discovery platform for retailers. Liam Patterson at Bidnamic unlocks the secrets to turning browsers into buyers on this high-profile platform.

1: Introduction to Google Shopping

2: Search volume

3: Price competitiveness

4: Average order value

5: Site speed

6: Purchase intent

7: Key takeaways